360度品牌管理(1)（推荐PPT130）.ppt

,1,360DegreesBrandCascadeJune30th-July1stShanghai,DoYouFeelThatYouAre.你是否觉得你是.,Intherightindustry?在一个正确的行业工作?Withtherightagency?在一个正确的公司工作?Attherighttime?在正确的时间?,360DegreeBrandingisaterrificopportunityforourbrands,ourclientsitsbirth,growth,healthandmarketvalue肩负品牌所有责任的人，包括品牌的诞生、成长、健康和市场价值,Withineverybrandthereis每个品牌后面都有一个,产品,不是每个产品都可以成为品牌,Product产品,Tangible:youcantouchit,feelit,seeit实际的：你可以触摸得到、感受得到、看得到Hasphysicalattributes:styles,models,features,price有物理的特性：样式、模型、外表、价格Hastherightfeaturestomeetcustomerexpectationsofperformanceandvalue有可以满足消费者要求的正确特性Butthisisnotsufficient但这还不够.,Brand品牌,Thetotalexperienceofaproduct:一个产品的所有体验Personality个性Trust信赖Reliability可靠性Confidence信心Afriend朋友Status地位Sharedexperiences经验的分享,Brand品牌,ABrandisaproductwhichhasearnedaplaceincustomerslives品牌是在消费者生活中占得一席之地的产品throughperception,experience,beliefs,feelings通过认知、体验、信任、感受.untilarelationshipisbuilt.直到关系的建立Itisthesumofhowcustomersfeelaboutaproduct它是消费者如何感受一个产品的总和,ABrandisacomplexsymbol.Itistheintangiblesumofaproductsattributes,itsname,packaging,andprice,itshistory,reputation,andthewayitsadvertised.ABrandisalsodefinedbyconsumersimpressionsofthepeoplewhouseit,aswellastheirownexperience”DavidOgilvy:1955,WhattheBrand-CustomerRelationshipIsLike品牌-消费者关系是怎样的,BrandAudit品牌检验,BrandPrint品牌写真,ThisistheestablishedcoreofcurrentBrandStewardship这是目前品牌管家的核心,BrandAudit品牌检验,Identifiestheintangiblefeelings,impressions,connections,opinions,memoriesthecustomerassociateswiththebrand确定消费者与品牌之间的无形的感受、印象、联系、观念、记忆等whereweareintheheartsofthebrandscustomers在品牌消费者的心中，我们在哪里？Isinformedbyresearchamongcustomers;butfilledinbyourselves信息通过调研来自消费者，但有我们自己填写Projectivetechniqueselicitdeeperassociations投射技术得出深层的联系Gathersinsightsthatdrawusintotheheartofthecustomer-brandrelatio